Capturing Demand vs. Creating Demand

In B2B marketing, businesses often focus solely on capturing existing demand. Paid ads, SEO, and lead generation dominate strategies, but what about the 90% of your audience not ready to buy yet?

This is where demand generation comes in - content that educates, builds trust, and ensures your brand is front of mind when prospects are ready to buy.

What is Capturing Demand vs. Creating Demand?

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Capturing Demand

  • Targets the 5-10% actively looking for a solution.
  • Examples: Google Ads, SEO, lead magnets.
  • ROI is measurable but often expensive and competitive.

Creating Demand

  • Targets the 85-90% not yet in the buying phase.
  • Builds trust, awareness, and familiarity over time.
  • Examples: Brand videos, educational content, social media presence.

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Why You Need Both

While capturing demand delivers short-term results, creating demand fuels long-term success:

  1. Reduced Ad Costs: When people know your brand, PPC and ad conversion rates improve.
  2. Trust Advantage: You’re already a familiar face when they enter the buying phase.
  3. Less Competition: Most B2B brands aren’t investing in demand generation—giving you an edge.

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Hubspot: A Demand Generation Case Study

Hubspot invests 80% of its efforts in content creation—from blogs to videos. While their tools attract customers, it’s their consistent content that nurtures awareness and loyalty.

Actionable Tips to Balance Both

  1. Start with Brand Awareness Videos: Simple, short videos introducing your values and expertise.
  2. Invest in Educational Content: Teach your audience before they need you.
  3. Continue Paid Search: Use PPC and SEO to convert existing demand.
  4. Measure the Right Metrics: Look beyond clicks—focus on engagement, watch time, and familiarity.

The cost of neglecting demand generation is too high. By balancing efforts, you position your B2B brand as both a trusted guide and the solution provider when prospects are ready to buy.


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